Betking Secures Two-Season Sponsorship Deal with Ukrainian Premier League
2026-07-22
Source: Global Gaming Insider
Betking has formed a two-season strategic partnership with the Ukrainian Premier League, including marketing, merchandise, and a revived Player of the Round award. The deal comes amid tighter gambling regulation in Ukraine, including a recent fine for Betking's operator over third-party card funding.
Betking Strengthens Football Ties
Licensed operator Betking has been named a strategic partner of the Ukrainian Premier League (UPL) for the 2026/27 and 2027/28 seasons, expanding the bookmaker's footprint in Ukrainian football.
The two-season agreement covers marketing projects, media content, and game-day integrations. A co-branded merchandise line will be introduced, and the Player of the Round award—honouring one footballer each match week—will be revived. The partnership also includes a Play Responsibly social responsibility component, alongside planned digital projects and interactive fan activities. Financial terms were not disclosed.
Betking Director Pavlo Zhurylo commented: "We will work on creating new formats of interaction with fans." He added that the company is focused on launching modern digital projects, developing joint merchandise, and implementing initiatives.
The deal continues Betking's football sponsorship strategy in Ukraine. The brand, operated by King Group, became LaLiga's official betting partner in the country in 2025 and earlier agreed a partnership with UPL runner-up FC Oleksandriya from the 2024/25 season.
Other bookmakers have also increased their presence. GG.Bet signed a three-year title sponsorship deal with Dynamo Kyiv in 2025, while Beton became title sponsor of Shakhtar Donetsk in May 2026 under a three-year agreement. The UPL previously held a three-season title partnership with VBet, which ended in 2024.
Regulatory Context
The new deal comes amid tighter oversight of Ukraine's gambling sector. PlayCity has replaced the former KRAIL regulator, issuing 250 licences in its first year and ramping up inspections and enforcement. Ukraine maintains separate licensing regimes for betting, online casino, and online poker.
Advertising restrictions, tightened in 2024, have increased the importance of how licensed operators structure sponsorships, digital campaigns, and responsible gambling messaging.
Betking's operator, Slots UE, was fined over UAH 4.7 million ($104,900) by PlayCity after regulators found that gambling accounts had been funded using third-party bank cards. The fine comprised UAH 4.3 million plus a UAH 432,350 penalty related to an earlier compliance order.